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Cement Stronger Customer
Relationships By
Following The Confirmation Letter ABC's
by
Paula Morrow
As more entrepreneurs enter into
online commerce,
many make a common mistake: they get so involved with the
technology that they
forget that there's a live person on the other side of the
computer screen.
They forget that they're dealing with PEOPLE.
As a result, the Internet has begun to get a reputation
for being
cold...lacking in the personal touch. And it's this personal
touch that forges
a strong customer bond. Ignore this and you may find your
customers drifting
over to your competition.
You must give them a reason to stay loyal!
Did you know that sixty-eight (68) percent of customers who quit
buying from a
company do so because they feel that the company doesn't care
about them? Just
their wallets?
And never assume that since you don't hear any complaints that
all is well. Of
the above mentioned sixty-eight percent, 96% will not let you
know how they're
feeling...they'll just disappear.
And though they wouldn't tell you, rest assured that they'll
probably tell
their friends - statistically, one person usually shares a bad
experience with
nine other people. And 13% will even take this one step further -
spreading
the bad experience to 20 or more.
Can you see, by not reinforcing customer satisfaction and
loyalty, that this
could become a costly business mistake?
Savvy marketers make sure to establish this human connection
early...one of
the easiest (though often overlooked) tools to launch a strong
relationship is
a well-executed order confirmation message.
A well-planned confirmation message is often the first contact a
merchant
makes with a customer after the initial sales letter. It doesn't
have to be
elaborate...just make sure you're not missing the basics.
For instance, does your message hit the following ABC's?
A - (A)cknowledge Their Positive Action.
By instantly reinforcing their wise decision to purchase your
product, you may
be able to head off a number of cases of 'buyers remorse,' thus
cutting down
on refunds.
With ezine signups, by sending a confirmation message, you're
reminding a
prospect that they'd requested the information. Often subscribers
forget that
they've signed up. Or, someone may have signed them up without
their knowledge
or approval - a confirmation message notifies them of the action.
Some ezine publishers are using their confirmation message to set
up a double
opt-in, requiring a new subscriber to physically respond that
they wanted the
subscription. Done by requiring a return email or click through,
this has
become an effective way to offset spam complaints and
unauthorized sign-ups.
B - (B)enefits They'll Receive From Their Purchase or Free
Subscription
After a transaction, the confirmation letter should reiterate the
benefits of
signing up or purchasing a service or product. Reinforce this
positive action
by reminding a customer of the value they will be receiving (this
also
underscores their perception of you as a quality merchant).
C - (C)larifying Terms Of Product Delivery
If the product is digital, and will be delivered sequentially
(like an ezine
or mini-course) the confirmation letter will remind the customer
or prospect
how often to expect an installment (daily, weekly, bi-weekly,
monthly,
quarterly). A gentle reminder makes for good customer relations,
and, again,
cuts down on potential accusations of spamming.
If the product is available immediately, the confirmation should
reconfirm
that it is digital, available through instant download, and then
give clear
instructions on the steps involved. Not everyone is a download
veteran; you
can't assume that they'll know what to do. Head off any potential
frustration
with step-by-step instructions. To those that need this extra
help, you'll be
an instant hero.
By keeping it personal, anticipating requests and questions, and
by extending
professional courtesy, you will be on the right track to forging
a strong
online relationship with your customers -- ultimately leading to
a smoother
and more profitable online experience for everyone involved.
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Paula Morrow heads up
http://www.idealmarketingcorp.com She specializes in public
relations,
information marketing and creating cashflow systems. Her
newsletter,
IDEALProfits, is now read in 12 countries. Subscribe and receive
5 BONUS
ebooks!
http://www.idealmarketingcorp.com/subscribe.html
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